"Not Provided" - natural search keywords will not reappear, so in this talk I show a statistical approach to model the missing data with a good accuracy. Reach out to me if you want more detail or would like to try this on your own data.

1. “Not Provided”
Kristoffer Ewald
SVP, Head of DNA by Netbooster
@kewald
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2. Request access to the full presentation via Twitter here:
@kewald
By requesting access you permit the author to contact you.
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3. “Not Provided”
Agenda - 20 min – 15th October 2013
1. What?
2. Why?
3. What to do? (How)
Q&A
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4. 1 . What?
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2011
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5. Effect of Hummingbird upate…

6. Background
(not provided) keyword traffic affects all analytics platforms.
Google SEO keywords used to hold a referral with q parameter
holding keyword e.g. q=keyword
Now redirects referral to take out q parameter, but retains other
information
Distinct from (not set) or (direct) traffic, which has no referral
information at all e.g. iOS browsers, https secure search

7. 2.Title Text Here
Why?
Subheading
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8. 2. Why?


Why now?
– Google released Hummingbird –
Protecting the core business?
What’s Hummingbird about?
– Better at conversational serarches
– Better at understanding intent instead of
just keyword
– The ”Answer maschine”
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9. 3.Title Text Here
What to do?
Subheading
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10. What to do…
• What Data Is Left?
• User/Page Based Reporting
• Current Tools
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11. 4.Title Text Here
Summary
Subheading
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12. Summary - Putting all above together
1. Shortlist what keywords are likely to hit URL.
2. Compare with keywords that URL is ranking
for
3. Infer traffic split of keywords
4. Monitor changes to rankings, project changes
to (not provided) traffic for displayed URL
5. Account for seasonal and forecasted traffic
volumes
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13. Marketing Intelligence
is the new black

Request access to the full
presentation via Twitter:
@kewald

14. 5. Hvad skal du gøre?
Contact
Kristoffer Ewald, +45 31 68 22 22, @kewald
Copyright NetBooster 2013